How to set up automated lead routing in Bellasales for b2b sales teams

If your B2B sales team is tired of leads sitting in limbo or getting lost in someone’s inbox, you’re in the right place. This guide is for sales and ops folks who want to actually set up automated lead routing in Bellasales—not just talk about it. We’ll cover what works, what to skip, and how to keep things from turning into a Rube Goldberg machine.

You don’t need to be a CRM expert, but you do need to be comfortable poking around in settings and thinking through your team’s actual workflow. Let’s get to it.

1. Know What You Actually Need (Before You Click Anything)

Before diving into Bellasales, figure out what you want your lead routing to do. Most teams get tripped up by skipping this step and jumping right to “automate everything.” Don’t.

Ask yourself:

  • Who should get which leads (by territory, company size, industry, round robin, etc.)?
  • Are there leads you don’t want to go to sales (e.g., students, competitors, spam)?
  • Should some reps get priority (new hires, high performers, etc.)?
  • What happens if someone’s out of office? Is there a backup plan?
  • How will you know if routing is working—or broken?

Pro tip: Sketch this out on paper or a whiteboard. If you can’t explain your rules in a single paragraph, you’ll regret it later.

2. Clean Up Your Lead Sources

Automation can’t fix garbage data. If your inbound leads are a mess—duplicates, missing emails, company names in the “First Name” field—you’re going to have problems.

Checklist:

  • Make sure web forms, imports, and integrations send leads to Bellasales with consistent field mapping.
  • Standardize required fields: at minimum, email and company.
  • Set up validation rules to catch junk entries.
  • Use a tool (or just a human) to dedupe your database—at least before going live.

Don’t obsess over perfection, but do make sure your biggest data issues won’t blow up your routing rules.

3. Set Up Your Routing Rules in Bellasales

Now for the main event. Bellasales calls this “Lead Assignment Rules,” but you’ll find it under the Automation or Routing section in the admin panel.

Step-by-Step

a) Head to Lead Routing Settings

  • Log in as an admin.
  • Go to Settings > Automation > Lead Assignment Rules.
  • If you don’t see it, make sure your plan supports automation—it’s not always included in the cheapest tier.

b) Create Your First Routing Rule

  • Click New Rule.
  • Name it something obvious (“US Enterprise Leads” or “APAC SMBs”)—future you will thank you.
  • Set the criteria for the rule. Common choices:
  • Geography (e.g., “Country is United States”)
  • Company size (e.g., “Employees > 500”)
  • Industry
  • Lead source (e.g., “Web form,” “Partner referral”)
  • Custom fields (if you have them)

You can stack rules (e.g., “Country is US AND Industry is SaaS”) but don’t get too fancy at first.

c) Choose the Assignment Method

Bellasales offers a few standard assignment methods:

  • Round Robin: Distributes leads evenly among selected reps.
  • Weighted Round Robin: Give some reps a higher share (helpful for onboarding or top performers).
  • Based on Availability: Only assigns to reps marked as “available.” Handy, but make sure reps actually mark themselves out when they’re out of office.
  • Manual Fallback: Sends leads to a queue or manager if no rule matches.

Pick what matches your team structure. For most teams, plain round robin works just fine.

d) Add Users (the “Who”)

  • Select the users or teams who should get these leads.
  • Double-check that everyone listed has the right permissions—and is actually active.
  • If you’re using teams, make sure they’re set up in Bellasales beforehand.

e) Set Rule Order and Priorities

  • Bellasales processes rules in order, top to bottom. If a lead matches more than one rule, it uses the first match.
  • Drag to reorder as needed.
  • Don’t put your “catch-all” rule at the top, or everything will go there.

f) Save and Test

  • Click Save.
  • Use the “Test” or “Preview” feature (if available) to run sample leads through the rules.
  • Don’t skip this—catching a misfire now saves a lot of headaches.

4. Handle Exceptions and Edge Cases

Automation is great—until it isn’t. There will always be weird leads that don’t fit your rules, or times a rep is on vacation and leads pile up.

What to do:

  • Set up a “catch-all” rule at the bottom that sends unmatched leads to a manager or shared queue.
  • Decide how to handle OOO reps. Bellasales can auto-assign to backups if reps set their status, but most people forget. Have a manual process as backup.
  • For spam or obviously bad leads, use filters to auto-close or tag them. Don’t waste your reps’ time.

Ignore: Don’t try to automate every possible scenario from day one. You’ll just end up with a mess you can’t maintain.

5. Notifications, Handoffs, and Keeping Reps in the Loop

Getting leads to the right rep is only half the battle—they need to know about it.

  • Email/push notifications: Bellasales can notify reps when they get a new lead. Make sure this is turned on.
  • Slack/Microsoft Teams integration: If your team lives in chat, set up notifications there.
  • Handoffs: For leads that need an SDR to AE handover, use Bellasales workflows or tasks to trigger reminders or reassignments.
  • Reporting: Set up a dashboard to track lead response time and routing errors. This is the only way you’ll spot broken rules.

Pro tip: Don’t flood reps with notifications for every lead. Batch them or tweak settings based on lead quality.

6. Monitor, Tweak, and Actually Talk to Your Team

You’ll need to tweak your setup. Maybe a territory shifts, a rep leaves, or you realize you forgot to account for inbound leads from a new region. That’s normal.

  • Review routing reports weekly for the first month.
  • Ask reps: “Are you getting the right leads? Anything weird landing in your queue?”
  • Adjust rules as needed—don’t be afraid to delete or re-order.
  • Keep documentation of your rules somewhere everyone can find it.

What doesn’t work: Set-it-and-forget-it. Automation needs a little babysitting, especially up front.

What to Skip (Mostly)

  • Overly complex rules. If you need a flowchart, you’ve gone too far.
  • Scoring systems before you have enough data. Just start with clear, simple criteria.
  • “AI-powered” auto-assignment. Unless you know exactly how it works, stick to transparent rules.

Wrapping Up: Keep It Simple, Iterate Often

Automated lead routing in Bellasales can save your team a ton of time and headaches, but only if you keep it simple and actually listen to feedback. Start with the basics, test thoroughly, and don’t be afraid to change things as you go. You don’t need a consultant or a twelve-step flowchart—just a clear plan, some clean data, and a willingness to tweak.

The best setups are the ones your team actually understands and uses. Good luck, and don’t overthink it.